STRONGBRANDS    Professor Tim Calkins, Kellogg School of Management

The Super Bowl remains the most expensive, the most watched, and the most important marketing event of the year. For the 20th year, students at Northwestern University’s Kellogg School of Management gathered to review the advertising. The focus: business impact. Will the ads succeed in building the brand and the business? Using ADPLAN, a framework […]

For the past 20 years, students at Kellogg have been evaluating all the Super Bowl ads to determine which were most effective. Which ads did the best job building the business and the brand? I am counting down the top advertisers, the brands that received the most grades of A and B. Below you can […]

Students from Northwestern University’s Kellogg School of Management have been evaluating Super Bowl ads for the past 20 years in the Kellogg Super Bowl Advertising Reivew. In this series of videos, I am counting down the top advertisers; these are the brands that have received the most grades of A and B from the panel […]

For the past 20 years, students at the Kellogg School of Management have been evaluating all the Super Bowl Ads in the Kellogg Super Bowl Advertising Review. In honor of the 20th year, I’m counting down the top advertisers. These are the brands that received the most top grades from the panel. I’ll post a […]

The cost of a Super Bowl spot keeps increasing—with prices this year in the neighborhood of $7million for 30-seconds! With ever-increasing stakes, Super Bowl advertisers are investing more time and attention on the ads. The 2023 Super Bowl featured upbeat, safe advertising. The number of celebrities seemed to hit a new high, with many advertisers […]

The Kellogg Super Bowl Ad Review is just a few days away. Once again, a panel of Kellogg MBA students will evaluate all the spots to determine which ones worked and which ones didn’t. I do a host of talks and interviews before and after the Super Bowl. The question I get most often: Is […]

It is Super Bowl ad season, a time when marketers work to create excitement and interest heading into the big game. One of the brands that has received a lot of attention this year is M&Ms. The brand is apparently in the middle of an elaborate stunt designed to create interest and excitement. It is […]

The 2022 Super Bowl was one of the most watched television programs ever in the United States with estimated audience of over 100 million viewers. The football was exciting, and the advertising was just as engaging. For the 18th year, a panel of Kellogg MBA students evaluated all the ads to identify which ones took […]

The Super Bowl is just days away, and once again a panel of Kellogg students will be evaluating all the spots in the Kellogg Super Bowl Advertising Review. This is the 18th year of the event. I’ll be teaming up with my colleague Professor Derek Rucker again this year. The Start We started this event in […]

We are two and a half weeks from the Super Bowl, so it is time to focus on the big event. The Super Bowl is without question the #1 advertising platform in the United States. One could make the case that it is the most important marketing event in the world. The game is important for […]

NBC last week announced that advertising space on the 2021 Super Bowl was close to sold-out, with just a few spots remaining. Prices are up dramatically this year, with a thirty-second spot going for $6.5 million. This is an enormous change from last year, when CBS had to scramble to unload advertising time, and the […]